Services Marketing for Students of BBA B.Com (Hons) By M K Rampal

1. Services marketing — an introduction; 2. Services marketing management process–I (process, business environment, segmentation); 3. Services marketing management process–ii (targeting, positioning and branding); 4. Consumer behaviour; 5. Monitoring and measuring customer satisfaction; 6. Services quality measurement; 7. Marketing mix of services marketing; 8. Pricing of services; 9. Managing people; 10. Distribution of services (place); 11. Integrated communication mix : promotion; 12. Service marketing triangle; 13. Physical evidence; 14. Impact of technology and globalisation on services marketing; 15. Cases in services marketing.